Fats are actually good for you, winning Canadian keto snack brand further listings in US

Love Good Fats will be rolled out in Whole Foods stores across the US at the beginning of 2019 to capitalize on the growing popularity of the ketogenic (‘keto’) diet that sticks to low-carbs, moderate protein and high-fat foods.

Suzie Yorke, an 11-time Ironman triathlete who has also worked in marketing at multiple CPG brands, including Kraft Heinz and PepsiCo, launched Love Good Fats 13 months ago after losing 20 lbs (9.07kg) on the keto diet.

“I was on a low-fat diet [but] then read a book called ‘Big Fat Surprise’ [written by investigative journalist Nina Teicholz that claims dietary fat could lead to better health], and realized I had been following the wrong diet for 20 years,”​ she told BakeryandSnacks.

The benefits of keto

“Fats were demonized in the past as they were historically blamed for weight gain and heart disease,” said Yorke, ​adding that sugar is the culprit for things like increased rate of metabolic disease and diabetes.

However, she said manufacturers face a major challenge in retaining a product’s organoleptic qualities once fat is removed, which usually results in tons of sugar and carbs being added.

Armed with the keto diet’s benefits, Yorke devised a snack bar after noting that finding keto-friendly snacks on supermarket shelves were few and far between.

“There are hardly any ‘portable’ keto snacks available on the market besides avocado, nuts, bacon and cheese. So I started making fat bombs at home. They were delicious, but I had to put them in the fridge because they were not shelf stable.​

“Given my background in CPG, I decided to launch a brand for people who want keto snacks on-the-go,”​ added Yorke.

$100m brand

“The bars took off in retail right away, becoming the second best-selling bar in the first six weeks after entering Whole Foods [in Canada],”​ said Yorke, noting the Love Good Fats bars can be found in the nutritious snacks section, next to Clif Bars and KIND Snacks.

She said there is a growing demand for keto snacks, prompting many Canadian retailers to create dedicated ‘keto’​ sections.

Love Good Fats recently launched another two flavors: mint chocolate chip and rich chocolatey almond, “as every major mass retailer and natural store wanted to stock our products. We are also moving to drug stores soon.”​

According to Yorke, Love Good Fats has so far raised three rounds of investment through angel investors, and plans to solicit a new funding round soon to support its US launch.

“We’ll be a $100m brand by the end of 2019,”​ she said.

Keto meets meat snacks​

Stephanie Mattucci. Pic: Mintel

According to Stephanie Mattucci, associate director of food science at Mintel, keto is still niche but is rapidly moving into mainstream as more snack offerings become available.

“Keto certifications are also emerging, including Certified Ketogenic and Paleo Foundation Certified Keto. These certifications will appeal to lifestyle users who see keto as an extension of the paleo diet or a clean label diet,”​ she added.

Mattucci noted following a low-carb diet can affect the electrolyte balance, which means low-carb foods that also provide a sodium boost, such as jerky, pork rinds and cracklings, could be successfully repositioned as keto-friendly.

“While its original focus was on macro intakes, today’s keto options encompass aspects of free-from and clean-label diets.​

“Manufacturers of keto-friendly products should consider using clean-label related claims, including organic, GMO-free, and no additives/preservatives to appeal to lifestyle users,” ​she said.